Brand Tone

Authentic and Relatable, Humorous and Self-Deprecating, Community-Focused and Inclusive, Energetic and Chaotic. The tone is akin to talking with a friend, using casual language and Anglicisms.

Brand Values

• •Authenticity
• •Community
• •Entertainment
• •Self-Acceptance

Best Practices

• •Write Like You Talk: Use the same casual, direct, and humor-filled language Papaplatte uses on his stream. Incorporate Anglicisms and conversational phrases. Avoid overly polished or corporate marketing speak at all costs.
• •Prioritize Inside Jokes: The brand's strength is its exclusivity to the community. Regularly reference memes, catchphrases, and moments from recent streams in product names, descriptions, and social media posts to reward loyal viewers.
• •Focus on Comfort and Relatability: Frame products not just as apparel, but as gear for the fan's lifestyle (e.g., 'the perfect hoodie for a long stream,' 'the cap you wear on a bad hair day'). Connect the product to everyday, relatable situations.
• •Embrace Self-Deprecating Humor: Don't be afraid to make fun of the brand, the products, or Papaplatte himself. This reinforces the core value of not taking things too seriously and strengthens the authentic connection with the audience.
• •Engage Directly with the Community: Use a Q&A format in captions ('What stream moment should we put on a shirt next?'), run polls for future designs, and feature user-generated content of fans wearing the merch. This makes the community feel like co-creators of the brand.

Social Perception

The brand is perceived as highly popular and influential, driven by Papaplatte's personality. It benefits from a positive and loyal fanbase that views it as creator merchandise, valuing the products as a way to support him and show affiliation with his community.

Copy Examples

• •You had to be there. This isn't just a hoodie; it's proof you survived the 10-hour stream. Made from ridiculously comfortable fleece for those late-night gaming sessions or just chatting. Wear it and let everyone else wonder what the joke is. If you know, you know.
• •Looks Like a Meme, Feels Like a Hug. The New Collection Is Here.
• •New drop is live on angeschrien.shop! We can’t guarantee it will make you better at the game, but we can guarantee you’ll be more comfortable while losing. Link in bio. ✌️
• •Oops, we did it again. New gear inside.
• •This is more than a store; it's an extension of the chaos. Angeschrien is the official merch of Papaplatte, designed for the community that makes it all happen. Every piece is a nod to the inside jokes, the epic wins, the even more epic fails, and the thousands of us who hang out together online. Thanks for being a part of it.